"ATTIK was able to take the essence of LFA and demonstrate it in visual terms, encapsulating both its world-class performance, as well as its contemporary design aesthetic and extensive customization potential," an executive for Lexus confirmed in a release.
"The LFA is a mind-shifter - a product we fully expect to expand perceptions of the Lexus brand," ATTIK co-founder and creative director Simon Needham. "Just seeing the LFA is something most guys of any age will get excited about. In our materials, we show how stunning the LFA is to look at, and we also demonstrate what a monster it is on the race track."
Lexus and ATTIK are not at their first successful partnership, as the two companies also worked together when the Lexus IS F sedan was introduced in 2008. This time, the LFA's marketing campaign begins with a special dedicated website developed by ATTIK.
During the first phase, along with a brand-film, downloadable rich-media content, and several information on the vehicle's specs and its development process, the site also features what is widely considered to be the most comprehensive 3D configurator ever built.
By choosing from 30 colors and up to 22 interior color options across eight customizable elements, visitors can instantly view and download customized LFAs with full 360-degree exterior views. Therefore, millions of custom combinations are possible.